In 1998, Brigitte Lessard, then President of the Southern Alberta Women's Hockey League, had a game-changing encounter with Olympian Danielle Goyette. Over a chat about the dire lack of proper gear for women in hockey—and with Danielle mulling over retirement—the lightbulb went off for Brigitte: why not open a sports store tailored just for women? Danielle was instantly on board with the idea. They soon teamed up with Kim Rowat, an accountant with a zest for hockey, who not only joined the venture but also helped secure the financing. And just like that, fueled by passion and a pioneering spirit, DANBRIKIE SPORTS sprang to life!

In July 1999, SPORTSBRAS.CA celebrated its grand opening on Kensington Road NW, originally named Danbrikie Sports. This event wasn't just a store launch; it was a full-scale celebration of women in sports, featuring a remarkable lineup of Olympians in attendance, including Hayley Wickenheiser, Catriona Le May Doan, Cassie Campbell, Danielle Goyette, and many others. This gathering underscored the store’s commitment to excellence and community, offering a range of sports equipment, shoes, apparel, clothing, and specialized sports bras for women. The presence of such renowned athletes highlighted the store's dedication to quality and empowerment, marking the start of a journey that would grow into a leading online destination for women's sports bras.

Originally named Danbrikie Sports Inc., our company still retains this legal name for all formal affairs. The unique name, an imaginative fusion of the founders’ first names—DANielle, BRIgitte, and KIm—was a point of pride for Brigitte. However, it proved to be a costly lesson in branding. Despite widespread coverage in newspapers, on TV, radio, and magazines at our launch, the name failed to stick in people's minds—a stark reminder to Brigitte about the power of simplicity in branding. This experience was pivotal, leading to our streamlined and highly descriptive operating name: SPORTSBRAS.CA. With just one glance, anyone can instantly recognize our name, our website, and exactly what we specialize in, ensuring no one ever forgets us again!

Nestled on Kensington Road NW in Calgary, Alberta, our vibrant, bright yellow storefront was a beacon for female sports enthusiasts far and wide.

By the end of 2000, Brigitte became the sole owner of Danbrikie Sports, also known as The Women's Sports Store. Amidst a challenging partnership, Danielle Goyette decided to rejoin the National Hockey Team for another Olympic run, a decision fully supported by Brigitte, who remained one of her biggest fans. In 2002, Danielle celebrated winning her first Olympic Gold Medal, an achievement cheered on enthusiastically by Brigitte. Meanwhile, Kim decided to retire from the business, closing her chapter in the store as it moved forward under Brigitte's leadership.

On Wednesday, February 21st, 2001, our owner, Brigitte Lessard, faced an unexpected challenge. At 2:00 am, she received an alarming call: someone had broken through the front door of Danbrikie Sports Inc. at 2135 Kensington Rd. N.W. Rushing to the scene, Brigitte was shocked to find that it wasn't just the door—but the entire front wall; a truck had smashed through the store wall, leaving the place in ruins with broken glass and drywall everywhere.

Thieves had made off with jackets and shorts worth about $1,000, leaving behind a repair bill of thousands of dollars. As Brigitte stood amidst the chaos, people stopped to gawk, sharing in the disbelief what had happened. This major break-in was unfortunately followed by two smaller ones, compounding the challenges Brigitte faced.

In 2003, The Women's Sports Store closed its doors, transitioning into SPORTSBRAS.CA. Around the same time, Brigitte expanded her entrepreneurial pursuits by purchasing a Curves Gym. She decided to streamline the business by liquidating all other sports equipment and apparel, focusing exclusively on selling sports bras. The business also moved to a new location, operating out of an office-only setup where customers needed to book an appointment to purchase a bra.

In 2003, Brigitte was way ahead of the curve when she snagged the URL SPORTSBRAS.CA. A true visionary, she had been collecting email addresses since the store's debut in 1999, long before email marketing became the norm. With a keen eye on the future, Brigitte invested in the domain, convinced that someday women would flock online to shop for their sports bras. Many doubted this digital leap, but Brigitte had the foresight to see where the world was headed—and she was right! Not stopping there, she also secured @sportsbras.ca on multiple social media platforms, ensuring a cohesive online presence ready to engage the digital world.

In 2010, Brigitte put a whimsical spin on mobile retail by creating the "Boob Mobile," a horse trailer transformed into a roving store. This inventive setup allowed her to wheel deals and bras across Western Canada, making a splash at tradeshows and bringing support straight to the people—literally!

In 2015, Brigitte took a bold leap into the future of retail by shutting the physical doors of her store and transforming SPORTSBRAS.CA into an exclusively online emporium. This pioneering move made shopping for sports bras as easy as clicking a button, bringing top-notch support to women everywhere, straight from the web!

In 2016, Brigitte introduced another inIn 2012, Brigitte once again showcased her innovative spirit with the introduction of the e-fitting quiz at SPORTSBRAS.CA. This clever tool was designed to revolutionize how women shop for bras online. Understanding that finding the perfect fit can be a challenge, especially without the ability to try on different styles in person, Brigitte developed the e-fitting quiz to bridge this gap.

The e-fitting quiz is a comprehensive and user-friendly online questionnaire that takes into account various factors such as body shape, personal preferences, and specific needs. By answering a series of tailored questions, women can receive personalized recommendations for bras that are most likely to fit them perfectly. This ensures that every customer can find the right bra from the comfort of their own home, eliminating the guesswork and frustration often associated with online shopping.

This innovative tool not only enhances the customer experience by making bra shopping more convenient and accurate but also reinforces SPORTSBRAS.CA’s commitment to providing top-notch support and service. Brigitte's forward-thinking approach with the e-fitting quiz has set a new standard in the industry, proving that even in an online setting, personalized care and perfect fits are achievable.novative touch to SPORTSBRAS.CA with the creation of the e-fitting quiz. This clever tool was designed to revolutionize how women shop for bras online by helping them find the perfect fit from the comfort of their homes, ensuring they pick the right bra every time.

At the end of the pandemic, Brigitte found herself navigating a divorce. With her kids now older and more independent, she saw an opportunity for a fresh start. Free to focus on herself and her business, she began breathing new life into SPORTSBRAS.CA. Though the business had never truly paused, it had been flying under the radar.

In 2023, Brigitte took the reins, diving into the day-to-day operations and rebuilding the company from the ground up. These efforts are propelling SPORTSBRAS.CA to new heights. Now, Canadian women can experience unbeatable support like never before! And because Brigitte moonlights as a stand-up comedian, she's sprinkling her signature humour throughout the company. Who says shopping for a sports bra can't be fun? At SPORTSBRAS.CA, it's all about laughter and lift—making every bra-buying experience a joyride!

Look for more support coming your way, and find us at tradeshows across the country soon!

In 2023, Brigitte decided to take things up a notch by hiring a brilliant business coach for a year. The result? Some fantastic new perks for our customers! Now, when you shop at SPORTSBRAS.CA, you can enjoy free shipping—because who doesn't love that? And there's more: buy two bras and get a 15% discount, or go for three or more and snag a 20% discount! In an era dominated by Amazon, we know free shipping and great deals make all the difference. Brigitte’s keen insight into customer desires has made shopping at SPORTSBRAS.CA more rewarding and fun than ever!

We Celebrate 25 Years In Business!